Impacts of Trends

Origin of Trends

Trend Drivers

Social Infl uences | Celebrities

One key social infl uence on trends is celebrities. It seems to be that celebrities are always at the forefront of major trends and help drive the trend. They are a big inspiration for what people wear, making them a massive social infl uence. Many celebrities have adopted the sheer look such as Cara Delevinge, Kim Kardashian, Beyonce and many more who are very infl uential celebrities in people’s lives. Celebrity and trends are integrated within our lives and our culture. They serve as a funnel of awareness of a trend to the end consumer. Rihanna’s Swarovski covered sheer dress can be seen as the ‘most powerful feminist statement’. Maslow’s theory of hierarchy can be intertwined with this sheer trend as it shows the basic needs of humans. This links fashion and the sheer trend through psychological factors, as confi dence and selfesteem are desired. By Rihanna wearing the ‘sheer look’, this trend gives the ability of women to push the boundaries, inspiring confi dence in other women to do the same.

Social Media

Social media has had a profound effect on today’s society and the radical transparency trend. The trend describes and explains how people shop and what they choose to wear. In a recent survey by (Anon, 2015) it was found that circa 29% of people are infl uenced by social media when it comes to purchasing clothes and how to wear them. The power of social media is prevalent, cat walks, magazines and blogs have all been developed and made more accessible via social media. Social media apps like Instagram and twitter enable celebrities to interact with their fans, showing them what they’re wearing. Instagram even enables celebrities to tag what clothes they’re wearing in photos. Fans and the public can keep up with trends by following brand accounts which continuously update their accounts with new clothing and styles.

The new age of style bloggers are also infl uencing the industry. Anon (2015) says that respondents to a survey states that 11% of bloggers are seen as more inspirational than fashion designers, further proving how bloggers are affecting the industry. Social media has given the opportunity to the average person to infl uence trends. Research suggests that friends can be often infl uence young people than celebrities. A mintel survey strengthens the research by showing that “33% of 15-24 year olds prefer to get fashion inspiration from people similar to their own age” (Goody, 2016). Outfi ts seen on social media platforms play a vital role in purchasing decisions.

Cultural Infl uences

There has been a cultural shift in the ‘Radical Transparency trend due to it being legal for women to go topless. “There is a stigma surrounding the nipple and the female chest…but [women] are part of the problem: We’re asking for permission; stop asking and just own it” (Lino Esco, director of the 2014 fi lm Free the Nipple’. The Free the Nipple campaign came alive due to this fi lm being produced, a global feminist movement.

“The idea that female breasts are solely sexual objects while male breasts are not is somehow shameful and has become ingrained in society” (Elle Canada 2017).

Fashion designers due to this new trend have now normalised the nipple being on show and making it more acceptable.

“ The idea that female breasts are solely sexual objects while male breasts are not is somehow shameful and has become ingrained in society” Elle Canada 2017

Shop Safari

As part of primary research a shop safari was carried out in Nottingham high street stores. It was clear sheer clothing is a popular trend, when popular high street shops were visited and many sheer items were available to buy.

Topshop, H&M and Urban Outfi tters were the main high street stores stocking clothing to do with the trend of ‘radical transparency’.

Inspiration from Spring Summer 18 catwalks has been taken by these high street retailers. It is almost impossible to go in to a high street store without seeing a piece of sheer clothing.

Mood Board Inspiration

Styling Shoot

The intended uses of the images in which I have utilized are to accompany a piece of fashion editorial for Cos magazine.

From studying a number of Cos magazines, I came to the conclusion my editorial must be modern and minimalistic. Cos use very similar layouts and photography, keeping it very minimal. A general theme is often kept throughout the whole magazine.

The location, Bonnington atrium at Nottingham Trent University, was chosen after gaining inspiration from simplistic aspects. The juxtaposition of this location enabled raw features and a blank canvas, which allowed emphasis to solely be on models and garments marketed. The natural lighting and the clean/subdude ambiance of the atrium were great. The transparent chairs were used to enhance the idea of radical transparency. The female models were chosen due to their unique and diverse style. Bold facial features were enhanced through natural, glowy makeup. The images taken were very minimalistic and very much focused on the model and the outfi t rather than the background as the whole idea of the shoot was to make the trend more high end and sophisticated and to try and steer away from the trend just being for millennials.

They would be targeted at a female consumer aged 18-34 who are interested in fashion trends, hence the feature in Cos magazine. Readers of Cos magazine are very fashion focused and keep up to date with trends. A typical reader would be interested in the radical transparency trend as it is relevant and seen on both the high street and catwalk.